50% of B2B marketers fail to adequately address the customer experience This is the last of 20 daily ‘thoughts’ examining the trends in marketing in 2018 and beyond.Customer experience is receiving increasing attention in B2C marketing. A great deal has been written about it and more and more attention is being paid to it as […]

50% of B2B marketers fail to adequately address the customer experience This is the last of 20 daily ‘thoughts’ examining the trends in marketing in 2018 and beyond.Customer experience is receiving increasing attention in B2C marketing. A great deal has been written about it and more and more attention is being paid to it as online sales cut into bricks and mortar sales. By contrast, the importance of the customer experience in B2B marketing receives much less attention. However, this environment is also impacted by e-commerce and many of the other challenges facing business in general. A recent survey found that only 50% of B2B businesses in the US give priority to the experiences of their customers with a view to optimising customer experience. I would be surprised if this many B2B marketers in Australia pay adequate attention to the creation of an optimal customer experience. It is, however, becoming…